"Do you actually realise how many people are hanging themselves because of being frightened of the stigma? Wording is CLEAR. MENTAL PATIENT."

Former spin doctor Alistair Campbell, who has also suffered from depression, wrote on Twitter: "Look what Asda's selling... what possesses these people?"

Katie Dalton of Welsh mental health charity Gofal tweeted: "Dear @asda, did you take 1 second to consider how it would affect the 1 in 4 people who experience mental health problems in any given year?

"Dear @asda, how on earth did you come to the conclusion that this is an appropriate fancy dress costume? Disgraceful."

Sue Baker, campaigner for mental health charity Mind, told the BBC Radio 4 Today programme: "Nine out of 10 people using mental health services in patient care report stigma and discrimination from a range of sources.

"Stigma and discrimination is unfortunately still really damaging in England today and this kind of myth of the dangerousness posed by people, that you should be scared of anyone who has used mental health services, is really damaging.

"(Asda) certainly crossed the line here and I hear it might well have been changed with the addition of mental patient, so it was definitely being used to tap into negative stereotypes."